Ypulse Research: Sulake's 2008 Global Habbo Youth Survey
Posted by anastasia on 07-02-2008
We're excited to announce that Sulake (the parent company of the massive virtual world Habbo Hotel) has joined our growing list of Ypulse Research partners who are selling their Gen Y related research through us, helping to realize our vision of creating a "one-stop-shop" for all of the latest market research available about tweens, teens and early twentysomethings. You can now purchase Sulake's 2008 Global Habbo Youth Survey on Ypulse. Based on a survey of 58,000 teenagers aged from 12 to 18 years old from 31 countries, the report covers values and attitudes (from "I Want a Normal Life" to "I'm Young, but I Worry"), interests, media usage and online habits, consumption habits (including "My Cash Flow") and brand preferences. Here are just a few of this year's findings:
TV
- 75 percent of all respondents say TV is an important medium for them (six percentage points up on from the 2006 study)
- When looking at the most popular TV content, teen tastes are very similar all over the world. Amongst both boys and girls the overall favorite TV show is "The Simpsons," which was also the clear favorite in 2006
Magazines/newspapers
- Girls read more magazines whereas boys are slightly more interested in reading newspapers
- Overall, respondents viewed newspapers as the least important medium with 25 percent stating them to be not important at all.
Music
- Music, along with clothing and appearance, is one of the main ways of expressing identity to others, both connecting and dividing today's younger generations through the sub-cultures associated with different genres. This is reflected by the three highly distinctive bands that emerge as most popular on a global scale: Fall Out Boy, Linkin Park and Tokio Hotel.
- also some surprising findings. For example hip hop listeners are more likely to have an interest in more traditional sports such as football and basketball, whereas extreme sports are associated with an interest in rock. Cooking is rated highly by those with an interest in girl and boy bands; however it is shunned by the rockers who are at the complete opposite end of the scale.
Mobile
- Compared to the previous 2006 survey, mobile phone usage was the one single area that showed the most significant growth compared to other topics surveyed.
- In the 2006 survey only 38 per cent of teens used their handset to listen to music; now 71 per cent of teenagers are using their mobiles as a portable mp3 player. 80 percent of teens in Singapore, Italy and Austria listened to music in this way, though teens in Japan and Finland listen to music on their mobiles the least.
- 70 per cent of teens are now using their mobile to take photos and videos, an 11 percentage points increase compared to 2006.
- 64 per cent now play games on their mobile compared to 51 per cent in 2006.
- Over a quarter of teens also use their mobile to surf the net, email and send instant messages.
Remember, if you work for an agency, consultancy or market research firm producing white papers, reports or even syndicated research you could repackage about Gen Y, we want to help you promote and sell it. Get in touch with Charles Pelton for more information on partnering.
